closet at headquarters filled with bridesmaid and special occasion dresses from previous seasons. >> this has done pretty well, actually. >> reporter: this one has done well? >> yeah, yeah. >> reporter: why? >> just the diversity of color, a lot of bling. >> reporter: david's was bought by private equity firm clayton dublier and rice for $1 billion back in october, which makes you wonder if the chain, which was briefly public back in 1999, will go public again. >> it would seem logical that that would be not a surprising step. >> reporter: but for now, the company is focused on its core business, helping brides like kabree still find their dream wedding gown. what made you pick this dress? >> it's just beautiful, it looks nice, it fits me great, and i was glowing. >> reporter: erika miller, "n.b.r.," coshohawken, pennsylvania. >> susie: you can't go down the aisle without a ring. as the street's lindsey bell reports, these days, more and more couples are choosing colored diamonds. ♪ diamonds are forever.... >> reporter: february is one of the most popular months of the year for diamonds.